2010: The Year Substance Made a Comeback - Michael Kassan - MediaBizBloggers

So how was your yearMine was great but maybe yours was betterActually Betty White may have had the best year of anybodyShe deserved it tooBut everybody in quotthe businessquota growing list of frenemies that now includes clients agencies all kinds production companies media companies bloggers community managers content creators studio chiefs tech marketers consultants and consumers themselveshad something to celebrate in 2010It was the year of thinking smartly The year we got down to business The year we started walking as well as talking The year that steak trumped sizzle in the media industryDo you remember the exact moment you mastered driving a car Probably not But at some point you were just comfortable behind the wheelCan you pinpoint the precise instant that you felt confident in your decisions as a media professional Probably not But one day you just wereJust like individuals make the journey from green to seasoned the industry hit Gladwell39s infamous tipping point in 2010 We39re no longer terrified of digital technology It has blessedly finally become a tool we know how to use Less looming threat and more beckoning promiseConsequently in 2010 we abandoned the assumptions that held us backquotTV is deadquotand welcomed new insightsquotTV Everywherequotthat moved us forwardStrategically big clients have become engines of innovation driving change and innovation Bluechip global players like Unilever have integrated their marketing teams and quickly capitalized on new opportunities like social mediaThis year we actively sought smart solutions that incorporated both traditional and emerging platforms in ways that made sense and moved whatever needle we were looking to move The Super Bowl was supercharged by social media just one in an escalating number of plays that marry what is clearly still the dominant medium with what is clearly the next transformative platformSocial media are where tomorrow39s revolution began and for once we39re on the front lines not running around like crazy people in the background and chewing our fingernails to the nubsThanks to Facebook39s advertiserfriendly approach that massive cultural game changer also evolved into a flexible platform where paid unpaid and communitybuilding opportunities all beckoned in 2010 In fact quotThe Social Networkquot notwithstanding Mark Zuckerberg39s year was flipping spectacularAnd despite dustups and the occasional Zuckerbergian misstep note the relative absence of the fear and loathing that Google inspires in the marketing and media worlds Google may want to run our lives Facebook really does want to be our Friend Who would you rather see win the struggle for dominance in cyberspaceElsewhere I wrote extensively this year about the new substance being offered by our leading trade groups and their conferences And now we have quotAll Things Digitalquot rising to Davoslike impact These gatherings are proving more and more importantand energizingas we move deeper into the digital ageEven the dispersal of creative superstars to other arenas or startup agencies is a good sign It39s renewal and others will take their places Besides the big names launching boutiques means more avenues for innovation and imagination for marketersSo raise that egg nog or in my case a Grey Goose martini straight up extra cold extra dry with a twist of lemon high For the first time in too long we can be merry and mean it Happy holidays to all and to all a good 2011Especially Betty WhiteMichael E Kassan is Chairman and CEO of MediaLink LLC a leading Los Angeles and New York Citybased advisory and business development firm that provides critical counsel and direction on issues of marketing advertising media entertainment and digital technology Michael can be reached at michaelmedialinkllccomRead all Michael39s MediaBizBloggers commentaries at Media LinkedCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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2010: The Year Substance Made a Comeback - Michael Kassan - MediaBizBloggers

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